.Google, the world’s most popular search engine, is making online competitors nervous as it cautiously enters the field.
Last month, Google added hotel links to its Maps application, listing hotels with room rates available to some users.
Not only that, but the company is said to be in talks to pay $1 billion to acquire ITA Software, which developers fare-shopping software for online travel agencies, airlines and search sites such as Kayak.
“Incorporating fares into Google search results would keep customers more engaged in its applications while they plan for travel, a prospect that could unnerve other fare sites. Users would be able to type in their destination and travel dates, and see flights and prices,” said USA Today.
Now, Google users can plug in dates and cities, but only get links to other booking sites.
Google declined to comment about the acquisition talks to the newspaper. Said Google spokeswoman Victoria Katsarou:
"We always have travel in mind. We’re trying to make it easier for our users."
The potential acquisition, if completed, "would be a game changer and a clear signal of Google’s interest in travel," said Steve Kaufer, CEO of TripAdvisor.
By David Wilkening
